Singapore – The upscale hotel brand of IHG Hotels & Resorts – voco Hotels – has recently officially unveiled its first-ever location in Southeast Asia in Singapore. To mark the milestone, the brand recently mounted a pop-up along Orchard Road in January to showcase the refreshed hospitality brand to consumers.
The new opening follows the rebrand of voco Orchard Singapore which was launched at the beginning of the year. IHG said that it aims to introduce guests to a new and refreshed dining and stay experience this 2022 which promises to be “charming, unstuffy, and playful.”
In January 2022, two activations were located outside ION Orchard and voco Orchard Singapore. The pop-ups brought to life voco’s said charming and unstuffy character and aimed to reinforce its essence of “always staying interesting, but being reliably different.”
IHG said voco Hotels are meant to be bold, contemporary and inviting, with playful touches throughout. The pop-up introduced highlights of a typical voco Hotel room – which features plush bedding and a cosy nook, encouraging guests to indulge in ‘Me Time’.
Furthermore, the pop-ups’ experience were augmented with interactive brand and creative-led content to further create buzz and hype at the time of the installation’s viewing.
“The vibrancy and playfulness of voco Hotels attract guests who are confident to be themselves,” said IHG.
In line with this philosophy, voco Hotels invited local creatives and brands to spend time inside the hotel room, doing what they do best, and present to be ‘unapologetically themselves’, and use the room to create, unwind, and showcase their passions.
Participated by Campari brand ambassador David Yeung, movement and mindfulness coach Brandon Chong, local lego artist Jeffrey Kong, as well as sustainable loungewear brand Rawbought, and local design label Peachier Studios; voco Hotels engaged consumers with a range of interactive lifestyle activities such as masterclasses, yoga sessions, and photoshoots, which were all held at the latter part of January.
In example, David Yeung conducted a live cocktail masterclass, walking viewers through the cocktail conceptualisation process of one of voco Orchard Singapore’s Signature Cocktails. Meanwhile, Jeffrey Kong, the founder of Artisan Bricks, which offers Lego sculptures and workshops to clients across Singapore, spent his time in the voco Hotels pop-up room creating an exclusive voco Orchard Singapore Lego sculpture, modelling the architecture of the newly-opened property.
In addition, the pop-up was made an opportunity to introduce for the first time in Singapore, voco Hotels bedding, which makes use of over 150 recycled plastic bottles, turning plastic waste into a sustainable sleep.
IHG shared that another three hotels under the brand are set to open in the coming months which include voco Bonnington Dubai, voco Johannesburg Rosebank, and voco Seoul Gangnam.
